Last quarter Facebook made $3.32 billion, up 46% last year from ad revenues. Interestingly, 73% of ad revenue came from mobile advertising. This is due to how Facebook over the years has become smarter in collecting biographic information on personal profiles. The data sets over the period have become a bait for advertisers to target its end consumers perfectly and also share more ad dollars with Facebook. Twitter which is struggling in user and revenue base lacks this ability but not any more.
Knowing user birthdays
Twitter, which has been struggling to keep its investors happy, has made some decent progress in procuring personal data, recent being the case of knowing user birthdays. The social network recently introduced the option for users to set their birth date in its settings menu and have it appear on their profile. Twitter says the new feature will allow people to celebrate their birthday more effectively, sending them all-important #HBD tweets to commemorate the anniversary of their existence.
To add your birth date to your Twitter profile, choose the “Edit profile” option on Twitter.com. “Your birth date is a completely optional part of your profile and you have full control over who can see it. The visibility setting for your birth year is separate from the setting for your birth month and day, giving you the flexibility to share as much (or as little) as you want,” added Twitter.
Showering of animated balloons is a cool thing but this update will also help the social network decide which ads it thinks you want to see. Twitter isn’t mentioning about the ads targeted but the support page announcement is clear enough:
“If you choose to add your birthday to your profile, it will be displayed to the audience that you’ve chosen. It will also be used to customize your Twitter experience. For example, we will use your birthday to show you more relevant content, including ads. You can learn more about how Twitter Ads work here.”
Last week Twitter announced an update to its audience insights dashboard and introduced a streamlined way for advertisers to target demographic groups.
With this announcement advertisers were able to access key insights about the people they reach with ad campaigns and through tailored audiences. “These aggregated insights, provided by Twitter data and Twitter Official Partners Datalogix and Acxiom, offer valuable information about user demographics, interests, purchasing behavior and more. They allow marketers to pinpoint and target new audiences on Twitter while keeping user information private,” said Twitter on its blog.
It further added, “We’re also introducing personas, a new way to quickly learn about relevant groups of users and then target them in campaigns with a single click.”
Personas offer shorthand categories of audiences, including parents, millennials, small businesses, college graduates and business decision-makers. Advertisers can target the categories directly from the dashboard — one click takes you into the ad campaign creation tool with the selected targeting demographic already applied.
The recent update to Audience Insights comes right after the feature was introduced in May. Named as “Audience Insights”, the new feature can easily discover valuable insights about your followers and the people who have engaged with your organic Tweets. You can also identify new, relevant audiences to target for an upcoming campaign. Additionally the audience insights dashboard provides aggregate information about user demographics, interests, purchasing behavior and more.
For example, if you’re running a campaign to increase awareness about a new cosmetics line, you can use this tool to learn about your potential customers on Twitter — the beauty products they’ve recently purchased, what fashion trends they’re interested in and even their TV viewing behavior.
Based on this information, you can identify the best segments to target within Twitter Ads, along with which creative — such as a Vine or video clip — your audience will find most compelling.
Additionally, audience insights can be used to learn more about your followers and the people who engage with your Tweets, and then tailor your targeting and content accordingly. Another great feature is the ability to compare audiences. For example, you can see how information about your followers indexes against Twitter’s audience.
Twitter definitely is doing a catching up when it comes to gathering personal data. Nevertheless, a good start to instill confidence in advertisers, thereby improving next quarter’s revenues.